Branding in China: A Journey into the Mind of the Modern Day Chinese Consumer

By: Jose Escallon '13

Advising Faculty: Yibing Huang

For the past century, China has experienced rapid economic development as well as an increasing amount of foreign investment. This phenomenon has caused international companies to expand their business towards China, hoping to attract the attention of billions of Chinese consumers. China’s diverse population and rapidly developing consumerist culture makes this vast Asian country an appealing place for foreign brands looking to expand their clientele base. This paper looks into the history of Chinese Branding, the complexities behind Chinese consumerism, and marketing strategies in order to further analyze the ways in which multinational companies, choose a functional name when entering the competitive Chinese market.

Related Fields: East Asian Studies